Nowadays, strategies that aim to develop fast, two-way communication channels with trademarks, so as to meet users' needs for greater speed and intuitiveness.
It is in this groove that the so-called conversational marketing, an approach that aims to engage website visitors and convert leads through conversation-based activities. It is therefore a branch of inbound marketing which highlights the importance of consumer interactions.
Not surprisingly, conversational marketing seeks to set up relationships with customers, creating a relationship of trust based on direct conversations and realizing a simpler and more pleasant customer experience, as well as personalized. In short, the goal is to make users feel truly engaged and not part of a one-way communication.
But how does conversational marketing work? What tools does it use and why is it so important to businesses around the world?
What is conversational marketing?
The main goal of conversational marketing is to build stable and meaningful relationships with customers, and the surest method is that of the conversation. It is therefore an approach with one-to-one interaction between business and consumer.
It is undoubtedly the fastest system for communicating with customers because it allows for defining individual and unique relationships and buying experiences. In fact, the keyword is customization, indispensable for this marketing strategy.
Users' needs, questions and doubts can thus be answered in real time and their business can be more easily learned. Thus, conversational marketing is a direct consequence of the development of media and the instant messaging.
It is no coincidence that consumers prefer such a tool as it gives the ability to converse in real-time, is fast, and reduces the waiting time to receive information.
In this regard, a large number of companies and brands rely on the messaging apps and chatbots that allow for direct communication between company and customer, building a longer-lasting and deeper relationship and solving any problems in less time.
Interactions of this kind provide answers instantaneously so that consumers can have answers and support at any time.
The characteristics of conversational marketing
As mentioned, conversational marketing is based on a direct and personal relationship between brand and customer. Let us then see what are the principles on which the activities of such strategies are based:
- Interactions occur according to the client's timeline: conversations take place when the customer wants since the customer decides when the interaction should take place. Companies need to be able to be in chat in real time and especially at any time. So, the goal is. Adapting conversational marketing to customer needs and not to the needs of the business;
- Interactions are scalable: scalability is necessary to respond to the complexity of situations. It is clear that the company must always be available to the user, who does not care if there are 10 or 100 other conversations going on at that moment. Here is that the use of chatbots H24 is instrumental in simplifying the scalability of interactions. A great contribution also comes from Artificial Intelligence to provide better service;
- Interactions take place where the customer wants them to: With instant messaging, interactions take place according to the channel the user wants and prefers. There are those who use Facebook Messenger, livechats, chatbots, email and so on.
The benefits of conversational marketing
Having understood what conversational marketing is, it is important to go and understand what are the main advantages that such an approach ensures for companies that use it:
- Targeted approach: Thanks to chatbots, contextualized and targeted experiences can be provided, avoiding more time-consuming human interventions. Consumers will have information and solutions in a shorter time frame and the same sales cycle will become shorter. In addition, the experience provided by conversational marketing will be less cold and more pleasant;
- Personalized shopping experience: messaging applications and bots are able to ensure a direct and continuous thread between customers and the company, eliminating any intermediate steps. This connection ensures more natural and personalized experiences;
- Greater involvement: by personalizing messages and interactions, the customer on the other side will feel more engaged and connected. Even if only calling the person by name is a unique gesture that contributes to building a stronger and more intense bond. It is therefore a great way to create personal relationships with customers and build customer loyalty;
- Communication is in real time: The strength of conversational marketing is that the conversation happens in real time. In an age when people are more frantic and impatient, it becomes critical to convey information quickly to avoid drops in interest and dropouts. Customer service itself will be more efficient and faster;
- Gather information about consumers: chatbots make it possible to gather information in the course of conversations with customers. Once such data is absorbed, companies will use it to understand trends, correct errors, prevent problems regarding website navigation, and recommend services and products according to acquisitions already made;
- Optimize sales: thanks to bots that offer 24/7 on-call availability, sales opportunities are never wasted. In fact, chatbots can still convert leads by guiding users to specific products or ask what went wrong if customers do not complete the purchase step.
The main tools for conversational marketing
Currently there are so many tools that can be employed to entertain a digital conversation with their customers. These include social chats, Facebook Messenger, WhatsApp, chatbots and more.
Often conversational marketing is associated with the livechat, but there is much more. Not a single channel is used, but a plurality of tools which determines one of the pillars of this approach, namely reachability.
The customer relationship will be multichannel as it is developed through different platforms that make the brand always available. So let us see what are the most important tools used by those who rely on conversational marketing.
Social media is an indispensable element of conversational marketing. Nowadays, all companies have official pages, which customers turn to for information and assistance and are often employed by brands to advertise their services and products.
In fact, people also rely on the direct messages that are more immediate and rapid. For example, Facebook Messenger enables real-time conversation and assists brands that want to cultivate relationships with customers.
Livechat is a communication tool that can be added to the company website to give users the opportunity to Interact and speak directly with the service team and get real-time advice and information.
Chatbots are nothing more than Software capable of conversing with users and handle natural language interactions. They are often programmed with predefined responses and ensure that they can always be found without necessarily having an operator connected.
Chatbots are the only system for providing constant and continuous assistance to customers, day and night. In addition, such programs are useful in lightening the workload on human operators by answering the mundane and simplest questions.
Examples of conversational marketing
A winning conversational marketing strategy often requires getting targeted traffic to your website. In fact, livechats and bots make this mechanism easier and help to Filter leads and convert eligible ones And really inclined to purchase.
Chatbots are also critical in the conversion phase as they can initiate demos, make appointments, enter data and connect the customer with operators.
One of the best examples of the implementation of conversational marketing is Ebay. The company has designed one of the most sophisticated and advanced e-commerce chatbots, integrating voice search to facilitate the buying process.
The bot quickly selects the desired product and will quickly send the necessary information, making the purchase faster.
Another example of conversational marketing is the transportation app Lyft. Users use the app to get a ride in a car through chatbots that allow them to book rides and talk to drivers.
Finally, mention may be made of the case of the cosmetics company Sephora which introduced the Sephora Virtual Artist feature within the Facebook Messenger bot. This option is based on Augmented Reality and gives customers the opportunity to try cosmetics by uploading their selfies.
In addition, users are engaged in a conversation to select products suitable for their desired look and can later purchase what they prefer directly in Messenger, without returning to e-commerce. According to Sephora, the bot has made An increase in the conversion rate of 11%.